PR, Tourism and Sport – The 2018 Commonwealth Games in the Gold Coast

Over the weekend, we were thrilled to learn that the Gold Coast won their bid to host the 2018 Commonwealth Games.

It seems that sporting events have the power to unite countries and create peace and friendly competition, even when there is war and poverty being experienced simultaneously.

The Sydney 2000 Olympic Games is something I remember very clearly. I was only 10 at the time, but I remember my dad, a crazy sporting fanatic, signing us up to the ‘Olympic Club’ in the lead up to the Games, which resulted in my dad and I going to the rehersal of the Opening Ceremony, and our whole family going to see the rowing. I watched the games every day, and I’ll never forget that moment when Jane Saville got disqualified right before the finish line. I may or may not have cried with her.

Sporting events have a huge impact on the economy, infrastructure, and of course, tourism.

At the moment, Australian tourism is suffering significantly. This is partially due to the high Australian dollar, which is beneficial for international tourists, the travel characteristics of Gen Y (who prefer to spend money on international tourism rather than domestic), the expensive Australian tourism industry, and for Queensland, the devastating effects of the Queensland floods, and their negative impact on tourism in Queensland.

It seems that the Commonwealth Games, the second-largest sporting event in the world, is the perfect remedy for Queensland’s tourism slump.

Apart from creating approximately 30,000 jobs between 2015 and 2020, the Commonwealth Games is predicted to generate $2 billion towards the economy. In addition to this, the Queensland Government has promised a $500 million investment in sport and transport infrastructure, as well as a new health and knowledge precinct.

The Sydney 2000 Olympics saw occupancy rates in NSW hit record highs, resulting in a 114% increase in total profits for accommodation services. [1]

As well as this, the Commonwealth Games will bring a high level of publicity to the Gold Coast. The games are shown in 71 countries across the world (even though there are only 54 members of the Commonwealth of Nations) meaning that the audience potential is huge. Like other sporting events, there is often footage of the host city shown, and with Queensland’s sunshine, beaches and sand, what’s not to love!

Here’s to our Queensland friends, who we think will make excellent hosts in 2018!